When Outdated Systems no Longer Meet Requirements in Online Retail Contact Centre

When your online retail contact centre outgrows an outdated system, challenges arise. This was the predicament for call centre operator Serco and online retailer Shop Direct. Managing six contact centres with a myriad of customer queries and over 1500 processes became overwhelming for contact centre agents. The limitations of the legacy system also affected management’s ability to track and measure customer interactions. Here are some of the identified challenges:
Process Documentation Captured in Spreadsheets

The legacy system’s challenges included process documentation stored in Excel, requiring agents to access and understand entire processes before responding to queries.

Time-consuming Training and Cross Training

This made the learning curve for new staff and cross-training existing staff time-consuming and resource-intensive. Handling various inquiries, including refunds, deliveries, promotions, and credit account queries, became challenging even for experienced agents.

Inability to Proactively Distribute Relevant Information

With information limited to Excel files and no tracking ability, proactively directing the most relevant information to agents was not feasible. Supervisors and managers couldn’t confirm that agents had read and assimilated the most pertinent information—until now.

Lack of Management Information and Reporting

Under the current systems, there was a lack of management information. No audit trail existed for information accessed by each agent, making it impossible to track navigation patterns or identify frequently used information. The absence of tracking data posed challenges for prioritizing staff training and developing process information.

Processes Mapped to Decision Trees

Facing these challenges, Serco and Shop Direct collaborated with KPS to explore and create a solution. A crucial requirement was utilizing existing information sources while establishing a structured workflow for contact centre agents. Empowering agents to follow processes step by step through guided decision trees enables a focus on customer interaction. Relevant information and guidance are presented as each service interaction unfolds.

Solution Developed and Live in 3 Months

Collaborating, KPS, Serco, and Shop Direct successfully implemented a solution in just 3 months. The rollout was quick, with a single day of training before agents began using the system for live inquiries. To explore the implementation of the knowledge management system in the contact centre, download the case study.

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